Dell Computers has appointed Unitec Universal Technology as its local distributor, alongside Eldor Computers.
Last year, Dell exported computers totalling $2.5 million to Israel but recorded a much lower volume of activity than its competitors (Compaq, HP, Digital and IBM). The competition between Unitec and Eldor will most probably boost the company’s presence in the Israeli market.
Dell Computers has built a direct marketing system, and is positioned, in terms of profitability, alongside the leading computer firms. But the American success was not easily duplicated in other countries. Dell encountered not a few marketing problems in Europe, where it has only recently started to become securely established.
Unitec was founded a year ago. After marketing electronics and computer products in the United States, Unitec established itself in the Israeli computer sector, specialising in lap-top computers.
"Our method is well suited to Dell’s strategy, which favours direct marketing to customers", says the company’s founder. "We supply computers tailor made to the customer’s requirements, and at competitive prices".
Unitec is reportedly planning marketing specials that will enable customers to purchase or rent lap-top computers, on flexible operational lend-lease terms with half-yearly exit options.